How this classic kidswear brand set the standard on genderless clothing

Gender neutrality is definitely making a buzz around the fashion industry at the moment, it feels genuinely refreshing, relevant and contemporary, especially in the youth and adult markets.

This concept is causing a stir within the kidswear world too; at children’s trade shows over recent years the WGSN kids team have seen new, emerging brands choosing not to pitch their products towards a specific gender, which we have felt is new and exciting.

Then today I was given a nostalgic reminder via my inbox that this isn’t really so ground breaking but more of a back to the roots of children’s wear approach. Since their first striped t-shirt in 1976, Polarn O. Pyret have created clothes that allow children to be children and have always had a child’s perspective in mind as well as the environment in which they flourish.

I’m sharing a link here that I have been given to the online archive they have curated to celebrate their 40th Anniversary, I’ve spent far too long today scrolling and reminiscing on each decade.


With over 30% of the range being organic, the brand prides itself on providing unisex colours and patterns that can be handed down easily; surely one of the first rules of thumb for sustainability.


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To help celebrate this special birthday Karina Lundell, Head of Design at Polarn O. Pyret tells WGSN “We are celebrating our anniversary by kicking off with fun spring garments in organic cotton to liven up the winter darkness. Our anniversary will be filled with a variety of surprises and playful stripy happenings such as birthday parties and more playful collections”

Here’s a peek at a few pieces from the spring collection:



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